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DEMOGRAPHIC ENVIRONMENT

The first environmental factor of interest to managers and marketers is population. People make up markets. In other words you may have the perfect product but probably without examining the consumers you won’t have a chance.

It is a fact that world population is showing «explosive»growth. It is estimated that the world’s population will reach 6.2 billion by 2000. It may seem that there is a great marketing opportunity in that increase but there are two considerations. The first is the possible flintiness of the physical resources. The second cause for concern is that population growth is highest in countries and communities that can least afford it.

No matter what the limitations are, more consumers mean more needs. The important fact to understand is that growth does not mean growing markets, profits unless there is sufficient purchasing power.

As a summary managers for this topic have to deal with issues such as:


  • birthrate figures

  • household styles

  • geographical shifts in population

  • better educated population

  • changing ethnic and racial population

  • mass markets and micromarkets


Katalog: engelsk

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